Social Media Influence, Brand Image, and Customer Experience: The Moderating Role of Digital Marketing in Coffee Shops
DOI:
https://doi.org/10.58192/ebismen.v5i3.4638Keywords:
Brand Image, Coffee Shop, Customer Experience, Digital Marketing, Social Media InfluenceAbstract
The proliferation of coffee shops in Purwodadi District, Grobogan Regency has become a significant social and economic phenomenon. Business owners increasingly rely on social media and brand image to attract consumers. This study applied a quantitative descriptive approach. Data were collected through questionnaires using a Likert scale of 1–5 and analyzed using Moderated Regression Analysis (MRA) with SPSS version 25. The sample consisted of 100 respondents selected using the Slovin formula. The findings show that Social Media Influence and Brand Image have a positive and significant effect on Customer Experience. Digital Marketing significantly moderates the relationship between Social Media Influence and Customer Experience, as well as between Brand Image and Customer Experience. These results imply that improving Social Media Influence and Brand Image can significantly enhance Customer Experience at coffee shops in Purwodadi, and Digital Marketing plays a key role in strengthening these relationships.
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